of the news cycle for a titan of industry to apologize for his product. translator: the current problem is a huge problem and it is a critical situation. reporter: akio toyoda, grandson of the company s founder speaks for the first time. how rare is this sort of apology for a japanese business leader? within that culture, there is this expectation for the responsible party or the person running the company to express remorse and to accept shame. reporter: jeremy an well now runds edmunds.com, a consumer website for car buyers. he sell in japan ceos make one high-profile apology, then fade back into the shadows, but in american a leader would be expected to take a media tour, to repeatedly show remorse, to explain, reassure. here we re familiar with the idea of the celebrity ceo, the